CN102986195A - System and method for providing targeted advertising through traffic analysis in a network environment - Google Patents

System and method for providing targeted advertising through traffic analysis in a network environment Download PDF

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Publication number
CN102986195A
CN102986195A CN2011800274326A CN201180027432A CN102986195A CN 102986195 A CN102986195 A CN 102986195A CN 2011800274326 A CN2011800274326 A CN 2011800274326A CN 201180027432 A CN201180027432 A CN 201180027432A CN 102986195 A CN102986195 A CN 102986195A
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China
Prior art keywords
network
end user
advertisement
digital signage
address
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CN2011800274326A
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Chinese (zh)
Inventor
拉温德拉纳特·C·卡纳卡拉扬
普拉维恩·巴米迪帕蒂
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Cisco Technology Inc
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Cisco Technology Inc
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    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90Details of database functions independent of the retrieved data types
    • G06F16/95Retrieval from the web
    • G06F16/953Querying, e.g. by the use of web search engines
    • G06F16/9537Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0242Determining effectiveness of advertisements
    • G06Q30/0246Traffic
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0261Targeted advertisements based on user location
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00Network arrangements or protocols for supporting network services or applications
    • H04L67/50Network services
    • H04L67/52Network services specially adapted for the location of the user terminal
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00Network arrangements or protocols for supporting network services or applications
    • H04L67/50Network services
    • H04L67/56Provisioning of proxy services
    • H04L67/564Enhancement of application control based on intercepted application data
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L63/00Network architectures or network communication protocols for network security
    • H04L63/10Network architectures or network communication protocols for network security for controlling access to devices or network resources
    • H04L63/101Access control lists [ACL]

Abstract

An example method includes receiving packets associated with network traffic and identifying location information associated with an end user related to the network traffic. The method also includes extracting keywords from the network traffic, and the keywords and the location information are used as a basis for rendering an advertisement on digital signage that is physically proximate to a current location of the end user. In other embodiments, the network traffic can be matched against access control lists, which are configured with Internet protocol (IP) addresses relating to search engines. Additionally, the network traffic can be classified based on fields in the packets, wherein the fields include a source Internet protocol (IP) address, a destination IP address, and a transmission control protocol (TCP) port. In more particular embodiments, the network traffic is hypertext transfer protocol (HTTP) requests originating from a handheld device operated by the end user.

Description

The system and method for targeted ads is provided by business diagnosis in network environment
Technical field
The disclosure relates generally to the communications field, and more specifically, and relating in network environment provides targeted ads by business diagnosis.
Background technology
Advertisement architecture is day by day complicated in communication environment.Along with the increase of the complexity of advertisement technology, to the suitable coordination of ad content and effectively management become most important.Usually, the advertiser attempts from various positions distributing advertisement content.In many cases, such content general broadcast is to whole crowd.Suitably the managing advertisement resource and further effectively the ability of content delivery to system designer, module manufacturer, advertisement agency, network ownership/operator and system manager significant challenge has been proposed.
Description of drawings
For the more comprehensively understanding to the disclosure and feature and advantage thereof is provided, come with reference to following description in connection with accompanying drawing, in the accompanying drawings, identical Reference numeral represents same section, wherein:
Fig. 1 is the simplified block diagram that is used for providing by business diagnosis in network environment the communication system of targeted ads according to an embodiment of the present disclosure;
Fig. 2 is the simplified block diagram that illustrates a possible configuration that is associated with communication system;
Fig. 3 is for the simplified block diagram that another embodiment of targeted ads is provided by business diagnosis in network environment; And
Fig. 4 is the simplified flow chart that illustrates the exemplary operation that is associated with communication system.
Embodiment
Summary
Provide in one example a kind of method, and the method comprises: receive the grouping that is associated with Network; And the positional information that is associated of identification and the end user relevant with Network.The method also comprises: extract keyword from Network, this keyword and positional information are used and are acted on the basis that the digital signage that physically approaches in the current location with the end user presents advertisement.In other embodiments, Network and Access Control List (ACL) are complementary, this Access Control List (ACL) disposes the Internet protocol relevant with search engine (IP) address.
In other embodiments, the field in can group-based is come Network is classified, and wherein field comprises source Internet protocol (IP) address, IP address, destination and transmission control protocol (TCP) port.In embodiment more specifically, Network is the HTTP(Hypertext Transport Protocol) request of sending out from the operated portable equipment source of end user, and the consensus data who is associated with the end user is identified in Network.
Exemplary embodiment
Forward Fig. 1 to, Fig. 1 is for the simplified block diagram that the communication system 10 of advertisement is provided by business diagnosis in network environment.Fig. 1 comprises access switch 14, network collection 18,22 and some digital signage element 24a-c.In addition, Fig. 1 comprises some end user 12a-d, and these end user 12a-d are operating dissimilar equipment (for example, PDA(Personal Digital Assistant), panel computer, smart mobile phone etc.).These equipment can be realized the wireless connections with given network, so that carry out various the Internet activities, and such as initiating search inquiry, carry out general web surfing, carry out media session, carrying out call etc.In a concrete example, communication system 10 is associated with retail environment, and wherein various clients appear at the shopping center that can realize in any appropriate manner wireless connections.
Fig. 1 also comprises a plurality of wireless controller 30a-b and a plurality of access point 36a-c.In addition, communication system 10 can also comprise digital media player 40, targeted ad server 42, traffic analyser 44 and location server 46.Fig. 1 also comprises a plurality of servers 50, these a plurality of servers 50 can represent such as the search provider of Google.com, Yahoo.com etc. and the business entity (for example, www.movieshowtimes.com, www.apple.com etc.) that can inquire about for information.In this concrete example, server 50 is included as the web server of sorting out for the business of destination with various host name (for example, having the various URL(uniform resource locator) (URL) that comprise Google.com, Yahoo.com and movieshowtimes.com).
Communication system 10 can comprise the configuration that can carry out for TCP/IP (TCP/IP) communication that transmits and/or receive grouping at network.Communication system 10 can also be in appropriate circumstances and based on specific needs, comes to operate in conjunction with User Datagram Protoco (UDP)/IP(UDP/IP) or any other suitable agreement.According to specific embodiment of the present disclosure, communication system 10 can be configured or be arranged to 2G, 2.5G, 3G, 3.5G or the 4G communication construction that expression is applicable to global mobile system (GSM) environment usually.Communication system 10 can also be configured to utilize any version of any suitable GPRS tunnelling agreement to operate.
In one embodiment, communication system 10 is configured to by carrying out targeted ads so that the network equipment (for example, access switch 14) is carried out business diagnosis at digital billboard (digital sign).For example, the shopping center may have some video displays (that is, digital signage 24a-c), and this video display shows advertisement to the consumer who appears at this shopping center.These displays can be connected to network 18, by network 18 control and manage (for example, comprise specify which content should be sent, be sent duration, with the special time table handling, comprise animation, sound, video, multimedia etc.) these displays.Communication system 10 can be configured to provide relevant advertisements to the end user in the situation of end user's space environment.End user's purchase decision can be notified, be affected or otherwise affect to such relevant information.
Portable equipment such as iPhone, Google android, Blackberrys, smart mobile phone etc. has the ability that is connected to 802.11 wireless networks.The consumer can obtain dissimilar information (product information, traffic route guide, position, restaurant etc.) with its equipment.At the mall, the consumer may be to following interested: the shop that sign has best price for product or the service of particular type or identify near motion picture projection time of cinema specific have a meal option or the sign.
Communication system 10 can be assessed this search activities intelligently, so that suitable advertisement is provided.For example, when the consumer searches for the information of particular type with its portable equipment that can be connected to 802.11 wireless networks, communication system 10 can be analyzed its Network (for example, searching request), and provides relevant advertisements/information at digital signage 24a-c.In operation, can be sent to wireless controller from the Network (for example, wireless 802.11 business) of consumer's portable equipment, this wireless controller is configured to this data transaction is become will be sent to 802.3 data of access switch 14.Then, check business at access switch 14 places, wherein can come delivering advertisements based on end user's the Internet activities with suitable advertisement applications.The advertisement that just is being delivered to digital signage 24a-c can be relevant with the shop at shopping center place, restaurant, theater etc.
In addition, some embodiment of the present disclosure can allow (for example to search for provider, Google, Yahoo etc.) advertisement of supplying with utilizes user's position, can present near (for example, be present in end user geographical near enterprise) relevant advertisements in this position.Therefore, (particularly under the sight of the purchasing opportunities/retail shop at the mall etc.) presents real-time targeted ads to this consumer can to use end user's physics to exist.In addition, because the content supplier of digital signage 24a-c is illustrated in the business entity in shopping center, therefore, advertisement is more relevant, more direct, real-time and rational.In logic, this is construed to the larger possibility that relevant advertisements will be arranged decision about shopping.In general sense, it is much effective that advertisement arbitrarily presents advertisement than the crowd in the shopping center at any time.
Shall also be noted that and check that professional to align the consumer that advertisement is directed to heavy or bother.In addition, such agreement does not change content/webpage that (or handling necessarily) is being delivered to end user 12a-d.In addition, the webpage of retrieving in response to search inquiry is not inserted in unwelcome advertisement.This shortage that webpage is handled can be avoided owing to JavaScript is injected to the problem that the webpage of the compromise safety such as HTTP(Hypertext Transport Protocol) business, HTML(Hypertext Markup Language) data and stable problem causes.Alternatively, present intelligence and directed corporate advertising on the digital signage 24a-c at the mall, wherein the user makes conscious purchase decision just in theory.
Shall also be noted that needn't (for example, to use lasting cookie) and follow the tracks of user's web-browsing movable.On the contrary, 10 couples of consumers of communication system at the mall near in the search carried out interested.In a particular example, guarantee advertisement based on proximity by the first jumping place directional user in network.For example, compare with the content that search engine itself is sent, the position of the access switch 14 of locating " first jump " of network allows the immediately identification to end user's positional information.Therefore, user's accurate geographic position can be identified or otherwise be understood to this framework.Can use location information be presented at product available in the environment position of digital signage 24a-c or the advertisement of service.Before some details that are associated that forward to in these possible operations, provide the brief discussion about the foundation structure of Fig. 1.
End user 12a-d can or wish with client, consumer to be associated via the end user of some networks initiating communication in communication system 10.In a particular example, end user 12a-d only be can the generating network business individuality.In more detailed example, end user 12a-d can also with digital signage 24a-c near (or approaching) at once.In the situation of particular moment, communication system 10 has the intelligence when prediction end user 12a-d arrive the ad-hoc location that has digital signage 24a-c (for example, suppose the flow of the people of specific walking speed, the certain level under retail environment in individuality, specified level is congested etc. under retail environment).
Term " end user " comprises the equipment for initiating communication, such as computer, PDA(Personal Digital Assistant), on knee or electronic memo, cell phone, iPhone, Blackberry, smart mobile phone, panel computer, iPad, IP phone or can be at any other equipment, assembly, element or the object of communication system 10 interior initiation voice, audio frequency, video, media or exchanges data.End user 12a-d can also comprise the suitable interface to human user, such as microphone, display or keyboard or other-end equipment.End user 12a-d represents another entity or element, such as program, database or can attempt at any other assembly, equipment, element or the object of communication system 10 interior initiations exchanges any equipment of initiating communication.Such as the source of the numeral, voice, video, media or the script data that refer to any type in these employed data in this document or any type or object identification code, maybe can be sent to from a point any other suitable information of another any appropriate format.
According to an embodiment of the present disclosure, access switch 14 is the Ethernet switches that can analyze flowing through given network of network business.[notice that as employed in this manual at this, term " Network " refers to comprise internet service, IP operation, HTTP business, request, search inquiry, grouping or any datagram that is associated with Internet Transmission.] more generally, access switch 14 can be any network element that receives the end user's stream that is associated with given network (for example, about such as illustrated those networks among Fig. 1 and Fig. 3).As employed in this manual here, any other suitable equipment, assembly, element or object that term " network element " refers to comprise router, switch, gateway, bridge, load balancer, fire compartment wall, server, inline service node, agency, processor, module or is operable as exchange message in network environment.Network element can comprise support (or otherwise carry out) with as the service based analysis summarized in this article suitable processor, memory component, hardware and/or the software of the activity that targeted ads is associated are provided.In addition, network element can comprise any suitable assembly, module, interface or the object that promotes its operation.This can comprise appropriate algorithm and the communication protocol of the effective exchange that allows data or information.Other details that are associated with the possible internal structure of access switch 14 are provided below with reference to Fig. 2.
Access point 36a-c and wireless controller 30a-b are the communication interfaces between end user 12a-d and network 18 and 22.The communication interface that access point 36a-c and wireless controller 30a-b provide can allow to exchange between the selected element of any number of data in end user 12a-d and communication system 10.Access point 36a-c and wireless controller 30a-b can promote to send the information that request is divided into groups and reception end user 12a-d seeks that end user 12a-d generates.Access point 36a-c and wireless controller 30a-b can be configured to tunnelling, encryption, deciphering, encapsulation, decapsulation, guarantee (by any suitable security protocol or mechanism), change (as between the agreement), NAT(network address translation) or otherwise process the packet of between end user 12a-d and access switch 14, propagating.Access point 36a-c and wireless controller 30a-b only are illustrated in an example of the possible communication interface between end user 12a-d and the access switch 14.The communication interface of other suitable types can be used for any suitable network design, and these can be based on specific communication construction.
Network 18 and 22 expressions are used for reception and transmit series of points or the node in the connection communication path of the information block of propagating by communication system 10.Network 18 and 22 is provided at the communication interface between end user 12a-d and the access switch 14, and can be any Local Area Network, Intranet, extranet, wireless lan (wlan), metropolitan area network (MAN), wide area network (WAN), VPN(Virtual Private Network) or any other suitable framework or system of being convenient to communicate by letter in network environment.In specific embodiment of the present disclosure, network 18 can realize that with being connected UDP/IP connects and use tcp/ip communication agreement.Yet network 18 and 22 can be realized as an alternative for any other the suitable communication protocol in communication system 10 interior transmission and receive data grouping.When between end user 12a-d and various network elements, exchanging, network 18 and 22 can promote to relate to service, content, audio frequency, voice or more generally any of data communicate by letter.
Digital signage 24a-c supplies with the electronic service that can present for the end user display of data at its place.Notice that as using in this manual, term " digital display " refers to can be to sending view data any element of (comprising text, audio frequency, media and video data) with the end user that digital signage 24a-c approaches here.This must comprise that any display, electronic bill-board, panel, plasma element, TV, label monitor, computer interface, the wall that is used for the projection activity, screen, distant existing equipment (comprising distant existing plate, panel, screen, surface etc.) maybe can send/present/any other suitable element of the such information of projection.Notice that also term " view data " refers to comprise text, media, audio or video (or audiovisual) market demand of (providing with any agreement or form) any type that can operate in conjunction with digital signage 24a-c.
Server 50 can with provide the search engine of response contents or service (for example, URL) to be associated to any end user or any end user group.For example, server 50 can be any network element that is associated with www.google.com, www.yahoo.com: the two all can provide response contents for the search inquiry of input.As an alternative, server 50 can be any destination, position or the node of attempting by end user 12a-d access or use.Server 50 can provide the data/service/content of asking or entrance, path or the gateway of another position that comprises expected data are provided.In other embodiments, server 50 can only be can store or to data storage location or the processor of one or more end user 12a-d content delivery or service.
Fig. 2 is a simplified block diagram that exemplary internal structure is associated with access switch 14.Access switch 14 can be indicated convergent point, and by this convergent point, business can flow out from various access points.A plurality of end users can attempt accessing various search engines, and wherein its searching service can pass through access switch 14.Access switch 14 can comprise access control list (ACL) 60, net flow engine 70, processor 80 and memory component 90.In an illustrative embodiments, the access switch 14(of Fig. 2 for example, by net flow engine 70) realize to be used for converging, analyzing and/or otherwise to collect the NetFlow agreement of IP operation information.For example, when output during about the information of collected business, can use the NetFlow agreement.Each network equipment can generate specific record, and this specific record can (for example, with User Datagram Protoco (UDP) (UDP), stream control transmission protocol (sctp) etc.) be exported from network element.
Before the processing that is described in detail in the generation of access switch 14 places, importantly, how attention can provide given ACL.In saying more generally, individual server, switch, router etc. can have network A CL.Access Control List (ACL) can be configured to control/monitor inbound and departures professional the two.In general sense, ACL50 represents to come in the upper order that grouping is filtered of network element (for example, router, switch etc.) for packet-based source IP address or IP address, destination.
In the operation of a particular example, the wireless traffic of access switch 14 is transferred in consideration (being derived from end user 12b) from wireless controller 30a.The business that the field (source IP address, IP address, destination, tcp port etc.) in the group-based of can being configured to net flow engine 70 will flow through access switch 14 is categorized into stream.By (for example, about such as the IP address of the welcome search destination of www.google.com, search.yahoo.com etc.) rule is provided in the net flow engine 70, access switch 14 can be identified the initial HTTP request for these destinations.Initial packet is included in the search terms (or keyword) of user's request in URL self (that is, HTTP GET) or the grouping (that is, HTTP POST) usually.Can from grouping, extract these keywords, and subsequently, can send the ad content relevant with these keywords at digital signage.
For example, if client then can extract these keywords in new century shopping center search Harry Potter's the film time, wherein can present relevant advertisements information at digital signage 24b.Similarly, if client preferably concludes the business for cellular in the search of square, Mei Long town, then this framework can be analyzed these keywords, and subsequently, showing with the enterprise relevant with these keywords (for example, provides cellular AT﹠amp; The T shop, provide the apple shop of iPhone etc.) advertisement that is associated.Can with the close digital signage (for example, digital signage 24c) of the specific end user who initiates search inquiry on present this advertisement.
In one embodiment, access switch 14 comprises for the software of realizing that (or promotion) operates such as the business diagnosis of summarizing in this article at this.Notice that in one example, access switch 14 can have the internal structure (for example, having processor, memory component etc.) of the part of the operation of being convenient to describe in this article.In other embodiments, all these business diagnosis features can externally offer this element or be included in some other network elements, to realize the functional of this expection.As an alternative, access switch 14 comprises and can coordinate to realize such as this software (or reciprocating type software) of the operation of general introduction in this article with other elements.In another embodiment, given network element (for example, access switch 14) can comprise any suitable algorithm, hardware, software, assembly, module, interface or the object of being convenient to its operation.
Except a possible exemplary internal structure of diagram access switch 14, but Fig. 2 also comprises the general flow that is associated with specific operation example.Can for particular search engine provides ACL50, reflect such as the step 1 by Fig. 2.Can systematically access ACL50, suitably to assess the searching service that enters that rises from end user's collection.In this particular example, ACL(is installed for example for the IR address that is associated with welcome search engine, for (DestIP=<Google/Yahoo/AOL IP〉Dest TCP=80) the identification coupling).Note, at this moment, also specified particular port (for example, port 80).If grouping and specific ACL coupling then can systematically be analyzed those groupings (as described below) and identify the suitable advertisement that orientation has been initiated the end user of search inquiry.In addition, in step 1, grouping can be replicated and send at specified interface.In this particular example, front several groupings of http session can comprise HTTP GET/POST request, and wherein searching key word is included wherein.
In step 2, access switch 14 receives the Network that is associated with specific end user.In this particular example, carry out the search of the blue jeans of making for GAP, wherein the end user is just using Google as its search engine.In the step 3 of Fig. 2, end user's internet service forwards is delivered to its suitably next destination.Therefore, system receive just continuously just be sent to particular search engine (for example, in this particular instance, internet service Google.com) (for example, comprise may receive this professional copy).In a particular example, can be caught by net flow engine 70 from the grouping of search inquiry, net flow engine 70 with these groupings transmit (for example, being redirected) to the interface of traffic analyser 44 to process.Therefore, will be sent to suitable treatment mechanism from access switch 14 with the copy of the grouping of ACL matches criteria, illustrated in step 4.
Note, in the situation based on NetFlow, can realize a plurality of advantages.For example, although be replicated in the business that the interface of configuration occurs based on the solution of ACL, the solution that is based on NetFlow has the ability of the grouping that specifies number for each stream relaying.Because search terms is sent to search engine usually in front several groupings (for example, HTTP GET/HTTP POST), so the NetFlow situation can significantly reduce the quantity to the packet copies of the interface of configuration.This will improve the scalability of disposing.
Turn back to the previous flow process of Fig. 2, in this particular instance, traffic analyser 44 can be identified search terms " GAP " and " blue jeans ".Simultaneously, when this process was occuring, location server 46 can relaying have been initiated the end user's of search inquiry position.(for example, at the resident place, local shopping center of digital signage element) occur based on the user, can make about which advertisement based on search inquiry and be suitable for determining of this specific end user.Subsequently, can present suitable advertisement at digital signage element 24a-c checks for this specific user.For example, when the shopping center is passed in the positive walking of this end user, he will see the GAP advertisement, and the blue jeans of further just supplying with at GAP.
Shall also be noted that and to present relevant advertisements with keyword, but the use of in this manual word " be correlated with " is intended to not only to comprise products ﹠ services are supplied with correlation when being complementary with keyword, and be included in the correlation under the sale sight.Therefore, about the correlation of word " blue jeans " will be not with and same keyword " blue jeans " product or the service that are complementary strictly interrelated.For example, if given end user has generated the search inquiry that is associated with blue jeans, then this end user can see the advertisement that is associated with blue jeans, and further with the advertisement that can be associated with the good belt of blue jeans collocation or shirt.Therefore, can auxiliary product and service supply be offered the end user via digital signage 24a-c.Similarly, if given end user has used more general term (for example, search " sweets "), then he can see the digital advertisement that presents for more general restaurant.How expection real consumption person purchase decision may be performed can be left marketing person for and/or drop into time and resource, so that those individualities such as identification consumer behaviour, purchase preference, consumption mode are made decision.
Notice that may have the many users that search for different terms, wherein digital signage will be configured to cater to all clients generally.Therefore, this framework can utilize the ranking system based on the searching key word of popularity, and sends subsequently suitable content.Further, this framework can also be controlled the actual use of the screen corresponding with the popularity of searching key word district.For example, the specific part of digital signage (for example, 50%) can be appointed the most front keyword that finds in recently search (for example, in the configurable time period).The remainder of digital signage can be occupied by some other welcome search terms, and wherein these search terms can be dispersed in the digital signage.In another example embodiment, first three keyword can trigger: the allocatable space that digital signage should be striden digital signage equably (trisection) presents advertisement.Therefore, 1/3rd of digital signage can be associated with preview, 1/3rd of digital signage can be associated with the Nike shoes simultaneously, and digital signage 1/3rd can just be apple iPhone advertisement.Therefore, the disclosure can content-based popularity adapt to the actual scalable use of using the district of screen.Any suitable variation combination that these of advertising space may be assigned or appoint is obviously in broad range of the present disclosure.
In a particular example, can utilize data mining technology to extract the demographic information about the user.In a particular implementation, can identify demography with searching key word.For example, the search inquiry that is associated with high-heeled shoes and cosmetics will be made the end user to be the women or just to be the deduction of women shopping, so that will be more suitable for digital signage for woman's's (or treat by woman's consumption product) advertisement.Therefore, this data mining helps to send more relevant and directed content at digital signage.
In other cases, when monitoring the Network of passing through access switch 14, can realize energy-conservation.Therefore, can realize possible electric power saving by the digital signage that is closed in the zone that does not have the Internet activities.For example, when not having business at access switch 14 places, can turn down (for example, being in dormancy or sleep pattern), dimmed or close video wall, digital signage display, air-conditioning unit, illuminating equipment etc.Lack business at access switch 14 places and will hint do not have the user nearby, therefore energy resource consumption is minimized.The hypothesis that can have in network some wireless traffic of may positive system ground propagating from the user (for example, from the business such as the maintenance activity of the application of Skype etc.).Yet, get rid of these application, still can carry out energy-saving practice for energy resource consumption equipment.
Fig. 3 is the simplified block diagram that illustrates a possibility execution mode that is associated with communication system 10.A plurality of steps in this certain illustrative, are provided, wherein these operations of the further detailed tracking of Fig. 4.Fig. 4 is the simple flow Figure 100 that illustrates an exemplary step collection that is associated with the framework of Fig. 3.Note, because these accompanying drawings are relevant, therefore discuss them together.Forward the step 1 of Fig. 3 to, end user 12c-d can realize a certain connection via access point 36c with its smart mobile phone.As the part of its session establishment, can send the IP address to end user 12c-d, wherein can also (for example, at location server 46 places) keep its positional information.For example, each end user 12c-d can be linked to particular access point (for example, access point 36c).This step 110 by Fig. 4 reflects.End user 12c-d can navigate by shopping environment (for example, wherein retail or the service environment of advertisement any type that may be suitable for).When end user 12c-d (for example initiates, be associated with retail purchase, Product supply, film time etc.) during search inquiry, this internet service is by wireless controller 30b, and wireless controller 30b is directed to access switch 14(as shown in step 2 with this business).This also is described in the step 120 of Fig. 4.
Access switch 14 can pass on forward the internet service that is associated with end user 12c-d, as described at step 3a place.This also is described in the step 130 of Fig. 4.Notice that this specific searching service is characterized by the IP address that is associated with particular search engine (for example, specific web server), and should business be associated with HTTP.Therefore, whether the given ACL that provides in access switch 14 to identify this business relevant with the possible advertisement that is directed to end user 12c-d if can mating the IP address that is associated with search engine.Access switch 14 can receive (for example, tackle and copy) searching service (for example, the HTTP request), and wherein searching service is sent to traffic analyser 44, as shown in step 3b.This also is described in the step 140 of Fig. 4.[note, as including, but is not limited at this employed in this manual word " reception " and receiving, obtain, tackle, collect or otherwise give the activity that a certain object (for example, grouping) in network is associated.]
Traffic analyser 44 subsequently can retrieve location information, and wherein this access activity can comprise with location server 46 and docks (as shown in step 4).This can comprise that traffic analyser 44 is identified in the IP address in the search inquiry, so that location server 46 can be interrelated with this IP address and specific end user 12c-d.This step 150 by Fig. 4 illustrates.In addition, traffic analyser 44 can assess to identify keyword in the search of being initiated by end user 12c-d to specific searching service.Therefore, at this moment, traffic analyser 44 has the positional information of end user 12c-d and the keyword that is associated with the specific searching request of initiating.
Can this information be sent to targeted ad server 42 with any appropriate format (for example, with tuple configuration and professional format etc.), as shown in step 5.This also illustrates in the step 160 of Fig. 4.Targeted ad server 42 can be utilized processing or the filtration of any type, so that the related content that identification is associated with these particular keywords and user's position.Targeted ad server 42 can send to the orientation video advertisement digital media player 40, as shown in step 6.The precise number label that digital media player 40 can also ask targeted ads just being streamed to.This is also by illustrated in the step 170 of Fig. 4.
Notice that in a particular embodiment, user's positional information can play a role when determining the related content of sending.For example, if the user is from the 3rd layer of execution in the shopping center search inquiry for keyword " to the transaction of shoes ", then content selecting method should be considered at the 3rd layer of this shopping center and compare shop with near floor more relevant with farther geographically shop.
Digital media player 40 can send the orientation video ad stream on network 18 subsequently, as shown in step 7.This is also by illustrated in the step 180 of Fig. 4.For example, if search inquiry and film time correlation connection, then the orientation video ad stream can present preview at digital signage 24b.Therefore, can make the purchase decision that the intelligent advertisement distribution determines to affect, notify or otherwise affect end user 12c-d.
Should be noted that step 4-6 is based on the adhoc basis structure that is associated with given framework.In the situation that does not deviate from broad teachings of the present disclosure, can make amendment, change this foundation structure or change in addition.For example, traffic analyser 44 and access switch 14 can be merged, maybe targeted ad server 42 and digital media player 40 can be merged.Have sizable flexibility in the framework that proposes, wherein any such merging can need based on specific communications.
Noting, also is valuable to supplying with key word information such as other search services of Google, Yahoo etc.Can use and relate to access switch 14(or any other suitable network element) simple communication adapt to such feature.In addition, access switch 14 can also receive how (or otherwise receiving) indication end user carries out the business of its purchase after seeing the advertisement that presents.In fact, in such deployment, on label after the play content by near (a plurality of users') business of the access point (advertising in the targeted ads of sending) shop, the indication of the validity of advertisement can be provided.In general sense, can measure the validity (that is, efficiency metric) of advertisement.Can use other assemblies (for example, professional component, access switch, router etc.) to identify (or infer) result what is presented at digital signage as advertisement has occured.
Note, in the particular example execution mode, the business diagnosis function of general introduction can realize by logic in one or more tangible mediums (embedded logic that for example, provides in application-specific integrated circuit (ASIC) [ASIC], digital signal processor [DSP] instruction, treat the software [may comprise object identification code and source code] carried out by processor or other similar machine etc.) is provided in this article.In the part of these situations, memory component [as shown in Figure 2] can be stored the data for the operation of describing in this article.This comprises the memory component that can store the software, logic, code or the processor instruction that are performed to realize the activity described in this manual.Processor can be carried out the instruction of any type associated with the data, is implemented in the operation that this describes in detail in this manual.In one example, processor [as shown in Figure 2] can be transformed into another state or things from a state or things with element or article (for example, data).In another example, can be with fixed logic or FPGA (Field Programmable Gate Array) (for example, software/computer instruction by the processor execution) is implemented in the activity of general introduction herein, and the element of in this article identification can be programmable processor, the programmable digital logic (for example, field programmable gate array [FPGA], Erasable Programmable Read Only Memory EPROM (EPROM), electrically erasable ROM(EEPROM) that comprises a certain type of Digital Logic, software, code, e-command or above any appropriate combination) or ASIC.
In an example embodiment, access switch 14 comprises software, is used for being implemented in the business diagnosis function of general introduction herein.These activities can be by promotions such as net flow engine 70, ACL60, processors 80.Access switch 14 can comprise for storage treats memory component in the information that realizes as use during the IN service analysis operation of in this article general introduction.In addition, each in these equipment can comprise can executive software or algorithm carry out processor such as the business diagnosis activity of discussing in this manual.In appropriate circumstances and based on specific needs, these equipment can further be retained in information any suitable memory component [random-access memory (ram), ROM, EPROM, EEPROM, ASIC etc.], software, hardware or in any other suitable assembly, equipment, element or object.Any one of the store item (for example, database, table, buffer memory, key etc.) of discussing in this article should be interpreted as being included in the broad term " memory component ".Similarly, any one of possible treatment element, module and the machine of describing in this manual should be interpreted as being included in the broad term " processor ".Each network element of Fig. 1 (for example, access switch 14) can also comprise for the suitable interface that receives, transmits and/or transmit in addition data or information in network environment.
Note, by the example that provides and a large amount of other examples that provide in this article, can describe mutual according to two, three or four network elements in the above.Yet this only is done for clear and example purpose.In some cases, may be easier be, by only describing one or more in given flow process collection functional with reference to the network element of limited quantity.Should be understood that communication system 10(and instruction thereof) can adjust easily, and can adapt to a large amount of assemblies and more complicated/meticulous arrangement and configuration.Therefore, the example that provides should limited field or is forbidden being applied to the broad teachings of the communication system 10 of countless other frameworks.
It is also important that, notice that the step in front flow chart only illustrates can be by communication system 10 or the part in may signal situation and the pattern of communication system 10 interior execution.In appropriate circumstances, the part in these steps can be deleted or remove, or in the situation that does not deviate from the scope of the present disclosure, these steps can be revised considerably or change.In addition, a plurality of these operations have been described to and one or more other operations whiles or parallel being performed.Yet, can change considerably opportunity of these operations.Presented for purpose of illustration with the purpose of discussing, but supplied with in front operating process.Communication system 10 provides considerable flexibility, because in the situation that does not deviate from instruction of the present disclosure, can provide any suitable arrangement, chronology, configuration and chronograph mechanism.
Although describe the disclosure in detail with reference to ad hoc arrangement and configuration, yet, in the situation that does not deviate from the scope of the present disclosure, can significantly change these example arrangement and arrangement.For example, although described the disclosure with reference to the particular retail environment, yet communication system 10 goes for wherein Network (for example, comprising search inquiry) can evaluatedly think that particular group of users presents any system of relevant (or directed) information.This goes for enterprise's sight, wherein (for example, participating in a certain training lecture, continuing education seminar etc.) a certain crowd just utilizing its computing equipment to generate Network, and this Network can be as the basis that presents relevant information in this locality to these end users.For example, talker in meeting has used term " deep packet detection ", and audience member's Network has disclosed a certain search to the definition that is associated with " deep packet detection ", and then local electronic console can illustrate the definition of this term or simply to the link of ieee standard etc.
In addition, although with reference to the communication system 10 of being convenient to the particular element of communication process and operating instruction, yet these elements and operation can be substituted by any suitable framework or the process of the expectation function of realizing communication system 10.

Claims (23)

1. method comprises:
Receive the grouping that is associated with Network;
Identify the positional information that is associated with the end user relevant with described Network; And
Extract keyword from described Network, wherein, described keyword and described positional information present the basis of advertisement as the digital signage that physically approaches in the current location with described end user.
2. method according to claim 1 wherein, is complementary described Network and Access Control List (ACL), and described Access Control List (ACL) disposes the Internet protocol relevant with search engine (IP) address.
3. method according to claim 1 further comprises:
Whether assess described Network is associated with the Internet activities of described end user's initiation; And
Copy in the described grouping at least some to extract described keyword.
4. method according to claim 1 further comprises:
Based on the field in the described grouping described Network is classified, wherein, described field comprises source Internet protocol (IP) address, IP address, destination and transmission control protocol (TCP) port.
5. method according to claim 1, wherein, described Network is the HTTP(Hypertext Transport Protocol) request that is derived from the operated portable equipment of described end user, and wherein, the consensus data that identification is associated with described end user in described Network.
6. method according to claim 1 wherein, receives the complementary network business, so that identification is for the efficiency metric of described advertisement at the network element place.
7. method according to claim 1 wherein, is determined the popularity that is associated with particular keywords with ranking system, so that the described advertisement that identification will present at described digital signage.
8. the logic of encoding in one or more tangible mediums, described logic comprise that described operation comprises for the code of carrying out and can operate executable operations when being carried out by processor:
Receive the grouping that is associated with Network;
Identify the positional information that is associated with the end user relevant with described Network; And
Extract keyword from described Network, wherein, described keyword and described positional information present the basis of advertisement as the digital signage that physically approaches in the current location with described end user.
9. logic according to claim 8 wherein, is complementary described Network and Access Control List (ACL), and described Access Control List (ACL) disposes the Internet protocol relevant with search engine (IP) address.
10. logic according to claim 8, described operation further comprises:
Whether assess described Network is associated with the Internet activities of described end user's initiation; And
Copy in the described grouping at least some to extract described keyword.
11. logic according to claim 8, described operation further comprises:
Based on the field in the described grouping described Network is classified, wherein, described field comprises source Internet protocol (IP) address, IP address, destination and transmission control protocol (TCP) port.
12. logic according to claim 8, wherein, receive complementary network at the network element place professional, so that identification is for the efficiency metric of described advertisement.
13. logic according to claim 8 wherein, is determined the popularity that is associated with particular keywords with ranking system, so that the described advertisement that identification will present at described digital signage.
14. a device comprises:
Memory component, described memory component is configured to store data,
Processor, described processor can operate to carry out the instruction that is associated with described data, and
The net flow engine, wherein, described processor, described net flow engine and described memory component cooperate, so that:
Receive the grouping that is associated with Network;
Identify the positional information that is associated with the end user relevant with described Network; And
Extract keyword from described Network, wherein, described keyword and described positional information present the basis of advertisement as the digital signage that physically approaches in the current location with described end user.
15. device according to claim 14 further comprises:
Access Control List (ACL) wherein, is complementary described Network and described Access Control List (ACL), and described Access Control List (ACL) disposes the Internet protocol relevant with search engine (IP) address.
16. device according to claim 14 wherein, assesses to determine whether described Network comprises the searching request that described end user initiates to described Network, and wherein copies in the described grouping at least some to extract described keyword.
17. device according to claim 14, wherein, described net flow engine is further configured into:
Based on the field in the described grouping described Network is classified, wherein said field comprises source Internet protocol (IP) address, IP address, destination and transmission control protocol (TCP) port.
18. device according to claim 14, wherein, described Network is the HTTP(Hypertext Transport Protocol) request that is derived from the operated portable equipment of described end user, and wherein, the consensus data that identification is associated with described end user in described Network.
19. device according to claim 14, wherein receive complementary network at the network element place professional, so that identification is for the efficiency metric of described advertisement.
20. device according to claim 14 wherein, is determined the popularity that is associated with particular keywords with ranking system, so that the described advertisement that identification will present at described digital signage.
21. device according to claim 14, wherein, the allocation of space on described digital signage with and the popularity that is associated of the certain content that just presenting at described digital signage interrelated.
22. device according to claim 14 wherein, based on the Internet activities level, reduces the electric power that is used for described digital signage.
23. device according to claim 14, wherein, described device is the access switch that is arranged in the first jumping place of network, and wherein, described access switch is configured to identify the described positional information that is associated with described end user.
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